Using quotation marks, dollar signs and exclamation points in subject lines will frequently trigger mail filters, as well as using all capital letters (shouting). Never put a toll-free number in the subject line and never use a font size larger than 18 point, or you could trigger some Spam filters.

Update Your Lists Frequently

Another feature of email marketing and list management is vital: checking and updating your list frequently. This is best done automatically. For instance, if a subscriber chooses to “unsubscribe”, your email list manager should immediately take them off your mail list, to prevent accusations of “Spam”. Failing to update your list can cause you to be blacklisted with their ISP. It’s essential to include an “unsubscribe” link in each email that you send out, and to honor this request as soon as it occurs.
Also, non-deliverable mails need to be looked at. Is it due to hard-bouncing (wrong email address/domain name?) or is it a soft-bounce (misspelled name?) In some cases, the address is no longer valid, and should be taken off the list. Most automated list managers will delete emails after a certain number of attempts that get bounced back.

Getting off Blacklists

Even the most legitimate mailings may cause some customers to cry “Spam”. They may forget signing up for your newsletter (even though it was a double opt-in subscription), or have selective memory about signing up to receive email promotions in return for downloading that great free software at your web site.

In these cases, it can help to keep careful records of your opt-ins. If you get blacklisted by an ISP (or even yours, if you are accused of spamming!), show them your records: on January 15, 2009, a customer using the email address blah blah@randomISP.com.au signed up for my newsletter from the IP address (give IP address). This lets the ISP know that you are responsible, and that someone from that ISP DID sign up to receive emails from you. In most cases, the “blacklisting” will be dropped.

By paying careful attention to subject lines, and avoiding those that trigger email filters, your emails have a better chance of reaching your customers, and not being filtered out. By emailing responsibly, and keeping good records, you can avoid accusations of Spam, and enjoy interacting with your customers via email.
Some of the more commonly used phrases that ISPs and mail clients filter out include:

Free
50% off
Click Here
Call now!
Subscribe
Earn $
Discount!
Eliminate Debt
Double your income
You’re a Winner!
Reverses Aging
“Hidden”
Information you requested
“Stop” or “Stops”
Lose Weight
Multi level Marketing
Million Dollars
Opportunity
Compare
Removes
Collect
Amazing
Cash Bonus
Promise You
Credit
Loans
Satisfaction Guaranteed
Serious Cash
Search Engine Listings

There are other problematic phrases that can trigger some Spam filters, or start adding “Spam points” to emails sent out, and should be avoided. These include:
Act Now!
All New
All Natural
Avoid Bankruptcy
As Seen On…
Buy Direct
Casino
Cash
Consolidate Your Debt
Special Promotion
Easy Terms
Get Paid
Guarantee, Guaranteed
Great offer
Why pay more?
Winner
Work at home
You’ve been selected
Offer
One time
Online pharmacy
Online marketing
Order Now
Please Read
Don’t Delete
Save up to
Time limited
Unsecured debt or credit
Vacation
Viagra
Visit our web site
While Supplies last
Give it away, Giving it away
Join millions
Meet Singles
MLM
No cost, No fees

Please be aware that the above lists aren’t meant to be comprehensive, and only identify some of the more common words and phrases that trigger Spam filters. One way to check? Send an email to yourself first, before sending it out to your customers, and see if it makes it through your own spam filter. Or, go out and buy one of the better software programs that will highlight words that could be identified as Spam. If you depend on email marketing to bring traffic to your web site, it is well worth the investment.

This entry was posted on Tuesday, April 7th, 2009 at 3:28 pm and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.